Do Blogs Influence Purchase Decisions? BuzzLogic Research Study says “Yes!”
Categories: Marketing, blogging, new media, social media.
Although Wired magazine may believe that blogging is dead (see “Twitter, Flickr, Facebook Make Blogs Look So 2004“), consumers haven’t apparently gotten the memo.
In fact, the results from a recently released study sponsored by BuzzLogic shows that blogs have a significant influence on purchasing decisions. (See “Study” Blogging’s Dead? Someone Forgot to Tell Readers.” and the BuzzLogic news release summarizing the research results.)
Key findings from the BuzzLogic research across 2,000 online consumers?
- 50 percent of blog readers find blogs useful for purchase information;
- 52 percent of blog readers said that blogs played a role at the critical moment when they decided to move forward with a purchase; and
- 40 percent of blog readers say they have taken action based upon seeing an ad on a blog.
Additionally, consumers also said that reading blogs helped them
- Decide on a product or service (21 percent);
- Refine choices (19 percent);
- Get support or answers (19 percent); and
- Discover products and services (17 percent).
Naturally, I recognize that I’m writing about some of the benefits of having a blog within my own blog post (kinda like a self-fulfilling prophecy.) But just because I’m using this medium doesn’t make the research findings any less important or useful.
If you (or your organization) don’t have a blog, start one! Today!
If you have a blog, make sure you’re adding to your blog on a regular basis.
Promote your blog regularly via social media tools/services, email, and other more traditional marketing and sales vehicles.
And don’t just take my word for it - research backs up this premise: Blogging pays for itself!
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